It takes innovation to build a strong brand: Although millennials clearly view brands as being in the business of driving profit, they often linked specific brands (e.g., Apple, Microsoft, Nike, Amazon and Toyota, to name a few) to innovation the most strongly. Your brand can quickly become identified or dismissed by its innovation, or lack thereof.

Innovation is all about “me”: Innovation is highly influential to this younger audience in terms of its day-to-day impact and seen as a necessity for societal and technological advancement. However, the overarching perspective of innovation is fairly limited to the individual and taking something to the next level with little expression of a greater worldly context.

Innovation scales from wasteful to world-changing: Among this younger audience, everything is innovation and seems to be perceived as a continuum from it being superfluous and wasteful to it being…  Read more

Full article from psfk.com